Working with six partners define two full-screen concepts.
Adobe's partners here are EyeWonder, Greystripe, Medialets, MediaMind, PointRoll and Sprout.
The first ad format, FS-microsite, will include interactive product details and lead capture in the ad itself, so users don't need to view the ad in their browsers to get the full story.
The second format, named FS-video, will send redesigned broadcast ads and high-quality video ads to the user.
Overall, the new activity will support Adobe’s Flash technology and make it possible to convert Flash-based ads to HTML5.
This will build on the strategy that enables otherwise forbidden Flash ads to get onto iOS by the back door – and provide an alternative to Apple’s own rich media iAd format.
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Adobe said it will give ad agencies the power to control the design and development of their own ads but will provide technical requirements to make sure those ads are both interactive and consistent.
That's another point of differentiation from iAd, which is typically tightly controlled by Apple.
